One of the principles on which Direct Marketing relies on creativity, which is expressed by translating the objectives to be achieved into engaging forms of communication: in other words "what one wants to say", "how one wants to say" and "when one wants to say".

A formula known to advertisers, can be summarized in A.I.D.A .; what does it mean:

  • draw attention (A);

  • arouse interest (I);

  • create desire (D);

  • cause action (A)


But let's see what to do to make good sales emails.

Here is a simple checklist.

Knowing what the goal is: who do we want to send e-mails to?

Decide what is the offer: what do we propose to do for the client? It is not interesting to know only what we want to offer, but also to know what you get if you buy the service, what the benefits are.

Use of impact titles: in the advertising jargon is called headline and serves to attract attention by highlighting the benefits of the product / service. Example: "To live better, do Swimming".

Provide evidence of what was promised: explain why swimming is good

Add also other advantages, without exaggerating. Example: you can meet nice people at the swimming course; or: you can come at any time.

Write in a lively way: easily readable, with white space, clear characters and underlined and / or bold.

Offer gifts: small things useful for those who play sports, a T-shirt, a cap; to the first 50 subscribers, but not counting on these, the offer and the promise are the heart of the e-mail.

Using Post Scripturn (P.S.): it is well known that it attracts attention and if used intelligently can be a further reinforcement.

Sign with name and surname and clearly.

Never exceed a page: do not be long-winded.

Test the contents of the letter before sending it: with a small group of customers.

In short, use the formula A.I.D.A .: attention, interest, desire, action..